Research Objective: The purpose of this study is to figure out the motivation and level of social media usage and investigate the classification according to the motivation of social media usage. Furthermore, it is to recognize the relationship between variables that indicate a general dietary behavior, dietary behavior related to the social media usage and weight control, for the undergraduate students in Jeonbuk area.
Research Methods: The participants were 460 undergraduate students in the city of Jeonju, Iksan, Gunsan, and Wanju near by Jeonbuk area. The questionnaire of the survey was collected 452 among 460. The data was analyzed 447(97.2%), excluding unspecific questionnaire of the survey. The questionnaire consisted of general character, the situation of social media usage, the situation of dietary behaviors according to the social media usage, and the situation of weight control. Statistical data analysis was being completed using SPSS 25.0.
Research Results: This study is implemented cluster analysis as K-Means cluster, using three specific usage motivation types for the classification as the similarity of factors by grouping. In cluster 1, it is called interest-centered group that seeks interest-oriented. In cluster 2, it is called multipurpose information-seeking group that indicates relationship-oriented and interest-oriented. In cluster 3, it is called relationship-centered group that highly pursues relationship-oriented. According to the characteristics of demography statistics, there is significant difference, in terms of the grade distribution (p<0.01). The analysis of anthropometric data, according to the usage motivation of social media, are as followed. Interest-centered cluster is occupied the highest group 1.70 ± 0.09cm, whereas, multipurpose information-seeking cluster is recorded the lowest group 1.68 ± 0.09. So, the two clusters have the significant difference (p<0.05). According to the kind of social media by cluster used, interest-centered group used Youtube 92.7%, Instagram 67.5%, multipurpose information-seeking group used Naver blog 22.3%, Twitter 12.8% and relationship-centered group used Naver band 11.9%, Kakao story 5.1%, respectively. According to the kind of high frequency used social media, interest-centered used highly Youtube 70.7%, Instagram 17.9%, multipurpose information-seeking group used Twitter 2.7% rather than other two clusters, and there is significant difference between three clusters in that Facebook 16.5% is higher in interest-centered cluster. In each clusters, the survey result of the average daily usage with social media, more than a week is as followed. Inter-centered group is highly recorded 78.9%, multipurpose information-seeking is 78.4%, and relationship-centered is 55.1% so that each clusters has significant difference (p<0.001). In the case of the average daily use time of social media by cluster, interest-centered is 61%, more than one and a half an hour, multipurpose information-seeking is 61.4%, relationship-centered is 41.5% in that the former groups are higher than the latter group with significant difference (p<0.01). In the information from the social media usage of each clusters, interest-centered is recorded in sports game 33.3%, game 39%, multipurpose information-seeking is highly occupied in information on restaurant, eating show 58.8%, fashion, beauty 55.4%, relationship-centered in news, politics 25.6%. In the dietary behavior of the subjects, the average score between clusters is 2.73 points and relationship-centered (2.89 points) is significantly higher than interest-centered (2.67) multipurpose information-seeking (2.60 points) (p<0.001). Among the questionnaire of dietary behavior, ‘I’m overeating and voracious eating’ (3.29 points) is highly recorded whereas ‘I’m intaking processed foods and instant foods’ (2.46 points) is recorded the lowest. The average score between clusters regarding the dietary behavior of social media usage is 2.74 points out of 5 points, while it is the highest 3.13 points that ‘I have tried to follow some unexpected food recipe on social media (such as jjapaguri, which is a mixture of jjapaguetti and neoguri and caguri, a mixture of curry and neoguri)’ and it is the lowest 2.51 points that ‘I have resolved to do a diet after watching the appearance and body shape of celebrities and influencers on social media.’ Hence, it has significant differences between clusters (p<0.001). In terms of the situation of weight control information usage, depending on the usage motivation of social media by clusters, multipurpose information-seeking is the highest 85.1%, 74.8% for interest-centered, 69.9% for relationship-centered, that means there were significant differences (p<0.01). Concerning self-satisfaction on the body of the subject, it showed significant differences (p<0.001). Multipurpose information-seeking is 3.12 points while relationship-centered is 2.84 points and interest-centered is 2.71 points. There were significant differences regarding self-satisfaction on the weight at the moment in the results of weight control of the subject by clusters (p<0.005). Interest-centered is 47.2% based on ‘not satisfied,' multipurpose information-seeking is 42.5% based on ‘not satisfied’ and relationship-centered is 67.1% based on ‘normal’. It has significant differences regarding the interest of weight control (p<0.001) that ‘not interested’ is 13.0% in interest-centered, ‘highly interested’ is 70.3% in multipurpose information-seeking, and ‘normal’ is 39.2% in relationship-centered. About the experiences of weight control, ‘yes’ is 73.2% in interest-centered, multipurpose information-seeking showed ‘yes’ for 73.0% and ‘none’ is 44.9% in relationship-centered, that means there were significant differences (p<0.001). The biggest reason for weight control of the subject by clusters was ‘for the outward appearance’: 45.6% in interest-centered, 58.3% in multipurpose information-seeking, and 41.2% in relationship-centered. The subject answered to means of weight control that ‘gym, swimming, yoga class, tennis, badminton, soccer, basketball, and sort of sports’ was the highest 55.6% in interest-centered, ‘home training with social media(such as Youtube)’ was the highest 32.4% in multipurpose information-seeking, ‘gym, swimming, yoga class, tennis, badminton, soccer, basketball, and sort of sports’ was 51.5% in relationship-centered. It has no significant differences, For the reason of not doing weight control of the subject by clusters, ‘not interested at all’ in interest-centered showed 36.4%, which is higher than that of others.
Conclusion: According to the foregoing results, it showed that interest-centered cluster seeks to only what they are interested in and has no interest in what is uninteresting to them. About multipurpose information-seeking cluster, they don’t concentrate on one area but many areas with multiple social media. They collect information and often make use of it in their lives. It seems that the relationship-centered cluster seeks to build a relationship with people, to communicate with others, who have the same interest, and to share their lifestyle.